Gen Z Swiping Up on Health網(wǎng)生代刷出健康

As medical influencers grow， the healthcare industry must understand how to tailor their digital content strategy to attract Gen Z consumers.

隨著網(wǎng)紅醫(yī)生越來越多，醫(yī)療保健行業(yè)必須了解如何調(diào)整數(shù)字內(nèi)容策略以吸引網(wǎng)生代消費者。

Gen Z， the first generation born into the digital world， spends a lot of time on social media： 54% of Gen Zers spend up to four hours a day on social media and 38% spend even more. Players in the healthcare space need to meet Gen Z consumers where they are—online. As medical influencers grow their presence on social media and Gen Z begins to use healthcare more often， the industry needs to understand how Gen Z engages with health and medical content on social media.

網(wǎng)生代是第一代出生在數(shù)字世界的人，他們在社交媒體上花費大量時間：其中54%的人每天在社交媒體上花費的時間長達(dá)四小時，38%的人甚至花費更多時間。因此，醫(yī)療保健領(lǐng)域的從業(yè)者需要在線上滿足網(wǎng)生代消費者的需求。隨著網(wǎng)紅醫(yī)生在社交媒體上越來越多見，加之網(wǎng)生代開始更頻繁地使用醫(yī)療保健服務(wù)，醫(yī)療保健行業(yè)需要了解網(wǎng)生代是如何在社交媒體上獲取健康和醫(yī)療內(nèi)容的。

Corporate Insight conducted a two-part study consisting of a survey and 14 user interviews to understand the connection between social media and healthcare for Gen Z， particularly the ways Gen Z turns to social media for health and medical information. Notably， our findings reveal that Gen Z tends to search for health and medical information on social media first. TikTok， Instagram and YouTube prevail as the top three platforms; in the full report， we highlight age-related differences within Gen Z in terms of preferred social media platforms. Google searches or looking on sites like WebMD1 and Mayo Clinic are a second thought.

企業(yè)洞察力公司進(jìn)行了一項研究，該研究由問卷調(diào)查和用戶訪談（共14名受訪者）兩部分組成，目的是了解社交媒體與網(wǎng)生代醫(yī)療保健之間有何聯(lián)系，尤其要研究網(wǎng)生代從社交媒體獲取健康和醫(yī)療信息的方式。值得注意的是，研究結(jié)果表明，網(wǎng)生代傾向于先在社交媒體上搜索健康和醫(yī)療信息。使用頻率排名前三的社交媒體分別是TikTok、照片墻和優(yōu)兔。在完整的研究報告中，我們重點介紹了網(wǎng)生代內(nèi)部對社交媒體的偏好存在年齡差異。使用谷歌搜索或者訪問“網(wǎng)絡(luò)醫(yī)療”平臺、梅奧診所官網(wǎng)等網(wǎng)站是網(wǎng)生代的次級選擇。

Gen Z is particular about the social media content they consume and take information with a grain of salt2

網(wǎng)生代對自己在社交媒體上瀏覽的內(nèi)容很挑剔，并且會對其中的信息持保留態(tài)度

Gen Z applauds content on social media for being simple， free and up-to-date， although they are picky about the content they consume. They consider the content creator’s demographics and educational background， tone and language， and content popularity—likes， comments and followers. They also care about when the post was uploaded， whether the account is verified， and whether promotions or ads are featured.

網(wǎng)生代贊賞社交媒體上的內(nèi)容簡單、免費、更新速度快，但對自己瀏覽的內(nèi)容很挑剔。他們會考慮內(nèi)容創(chuàng)作者本人的基本特征和教育背景、使用的語氣和語言，以及內(nèi)容的受歡迎程度（點贊、評論和粉絲數(shù)）。他們還關(guān)心發(fā)布時間、賬號是否經(jīng)過驗證，以及是否涉及推銷或廣告。

Surprisingly， medical licensing and qualifications are not highly valued. Less than half （45%） of survey respond-ents say that it’s “very” or “extremely” important that the content creator is medically licensed or board-certified. Gen Z notes that healthcare professionals can spread 1 information online and that they may still disagree with the provider’s opinion， regardless of an individual’s licensing.

令人驚訝的是，網(wǎng)生代并不太重視內(nèi)容創(chuàng)作者是否有行醫(yī)執(zhí)照和資質(zhì)。只有不到一半（45%）的受訪者表示，內(nèi)容創(chuàng)作者有行醫(yī)執(zhí)照或?qū)I(yè)認(rèn)證“非?！被颉皹O其”重要。網(wǎng)生代指出，醫(yī)療保健專業(yè)人士也可能在網(wǎng)上傳播虛假信息，所以無論內(nèi)容創(chuàng)作者是否擁有行醫(yī)執(zhí)照，他們都有可能不同意其意見。

“Qualifications are one thing， but I pay more attention to the tone that they have when speaking to their audience. If I can tell based on the way an influencer’s talking that they have some values that I don’t align with， I’m not going to be following them.”

“是否有行醫(yī)資質(zhì)是一回事，但我更關(guān)注他們與觀眾交談時的語氣。如果我根據(jù)某個網(wǎng)紅的說話方式判斷出他的某些價值觀與我的不符，那么我就不會再關(guān)注他了?！?/p>

Gen Z is well aware that not all health and medical information they see on social media is accurate. To combat this， they use several methods to ensure that they do not consume content blindly， such as using social media to search up non-serious and minor health concerns only. They also check the comments section to see how others feel and react to the post， or cross-check information on Google， such as the academic background and qualifications of an influencer.

網(wǎng)生代很清楚，他們在社交媒體上看到的健康和醫(yī)療信息并非都是準(zhǔn)確的。為了解決這個問題，他們會使用多種方法來確保自己不會盲目瀏覽，例如只用社交媒體搜索不嚴(yán)重或輕微的健康問題。他們還會查看評論，了解其他人對內(nèi)容的感受和反應(yīng)，或者再去谷歌上核對信息，例如核對網(wǎng)紅的學(xué)術(shù)背景和資質(zhì)。

Social media leads to Gen Z diagnosing themselves with a condition， although they do not always follow up with a doctor after

社交媒體促使網(wǎng)生代給自己下診斷，但之后他們并不總是去看醫(yī)生

Self-diagnosing is a prominent phenomenon observed within the Gen Z dem- ographic—40% of survey respondents diagnosed themselves with a health or medical condition based on social media content. Among these individuals， only 71% sought an opinion from a doctor or nurse afterwards. For some， self-diagnosing occurs naturally when looking up symptoms. For others， it helps determine the urgency of the situation and when to make an appointment. Gen Z also finds that having a self-diagnosis allows them to feel more knowledgeable and prepared for an appointment. At the same time， most are hesitant to mention their self-diagnosis to their provider; rather they describe their symptoms and wait for the doctor to diagnose them. In the full report， we discuss insights from three interviewees who diagnosed themselves with ADHD and took different approaches regarding their care after.

自我診斷是網(wǎng)生代人群中存在的一個突出現(xiàn)象——40%的受訪者會根據(jù)社交媒體上的內(nèi)容診斷出自己存在健康問題，但其中只有71%的人會在自我診斷后向醫(yī)生或護(hù)士尋求意見。對于部分網(wǎng)生代來說，一搜索癥狀就自然而然地開始自我診斷。對于另一部分人來說，自我診斷有助于確定病情的緊急程度并決定何時預(yù)約就診。網(wǎng)生代還發(fā)現(xiàn)，自我診斷讓他們感覺自己懂得更多知識，可為預(yù)約就診做好準(zhǔn)備。然而，網(wǎng)生代大多不愿意向醫(yī)生提及他們的自我診斷，而是描述自己的癥狀讓醫(yī)生來診斷。在完整的報告中，我們詳述了三位受訪者的情況，他們均診斷自己患有注意缺陷多動障礙，但在自我診斷后采取了不同的治療方法。

“At the doctor’s office I don’t explain how I got to that conclusion. I just tell them my symptoms. I am not the licensed person here， I didn’t go to school for this.”

“去看醫(yī)生的時候，我不會解釋我是如何得出這一判斷的。我沒有學(xué)過醫(yī)，我也沒有行醫(yī)執(zhí)照，所以我只會告訴醫(yī)生我有什么癥狀。”

Mental health awareness continues to rise among Gen Z

網(wǎng)生代的心理健康意識持續(xù)提高

Among survey respondents who diagnosed themselves with a condition， 65% indicated that it was related to mental or behavioral health. Anxiety is the top self-diagnosis （56%）， followed by depression （47%） and ADHD （35%）.

在自我診斷患有疾病的受訪者中，65%的人表示自己的疾病與心理或行為健康有關(guān)。焦慮癥是自我診斷最多的疾?。?6%），其次是抑郁癥（47%）和注意缺陷多動障礙（35%）。

Due to concerns about stigmatization， Gen Z values the ability to learn about the experiences of others with the same condition through social media， rather than consulting a provider. At the same time， a major concern for interviewees is inaccurate and exaggerated content around mental health， once again pointing to the high alertness Gen Z holds when it comes to trusting online information.

由于擔(dān)心受到污蔑，網(wǎng)生代更倚重社交媒體去了解其他有同樣問題的人的經(jīng)歷，而不是去咨詢醫(yī)療服務(wù)人員。然而，受訪者主要擔(dān)心的一個問題是心理健康相關(guān)內(nèi)容不準(zhǔn)確、被夸大，這再次表明網(wǎng)生代對是否要相信網(wǎng)絡(luò)信息持有高度警惕的態(tài)度。

“Even though there’s a lot of awareness about mental health on social media， I think people sometimes take it a bit too far by pathologizing everything and diagnosing the most normal and human behaviors， trying to make it out to be some mental disorder.”

“盡管社交媒體上對心理健康有很高的認(rèn)知，但我認(rèn)為人們有時做得有點兒太過分，把一切都看作病態(tài)，給人類最正常的行為下診斷，試圖將其視為某種精神障礙?！?/p>

To engage Gen Z consumers， health systems and health insurers need to maintain an active presence on social media and create content that Gen Z finds visually pleasing， engaging， reliable and trustworthy. Firms can also use social media to boost health insurance literacy， something interviewees mentioned they would appreciate.

為了吸引網(wǎng)生代消費者，醫(yī)療系統(tǒng)和醫(yī)療保險公司需要在社交媒體上保持活躍，并創(chuàng)作出讓網(wǎng)生代認(rèn)為具有視覺美感、引人關(guān)注、真實可靠和值得信賴的內(nèi)容。保險公司還可以利用社交媒體來增進(jìn)人們對醫(yī)療保險的了解，受訪者也提到這是他們所希望的。

1 美國互聯(lián)網(wǎng)醫(yī)療健康信息服務(wù)平臺，匯集了全美醫(yī)師的臨床報告以及最新、最權(quán)威的醫(yī)學(xué)數(shù)據(jù)庫，不僅提供優(yōu)質(zhì)的醫(yī)療健康資訊，還有病癥、藥品、醫(yī)生、醫(yī)院、藥房等信息的查詢服務(wù)。" 2 with a grain of salt半信半疑地。